Simon Silvester examines the struggle of many service brands to differentiate themselves, and concludes that the key factor is failing to deliver on their promise to consumers.

Marketing a brand means making a promise to customers. Keep that promise over time, and you end up with a strong brand. But break that promise repeatedly, and customer loyalty, satisfaction and your brand all crumble. Every year, as a service chips away at what it offers, it breaks the promise of excellent customer service it has made. The result is weak service brands.

The evidence
In general, consumers feel markedly less positive about service brands than they do about consumer goods brands. The prime measures of a brand are its levels of differentiation, relevance, esteem and knowledge amongst the public. We have looked in the US at these measures for 1,407 product-based brands from juices to motor oils, and compared them with 300 service-based brands. Services are weaker on all four measures, but are particularly weak on differentiation. This is crucial; a high level of differentiation is the vital first step to building a strong brand. Without it, brands cannot signal to their prospects that they offer something different from the status quo and attract new custom; without differentiation, they are going nowhere.

Here, we have looked at four key diagnostics for 1,407 consumer goods brands from juices to motor oils, and compared them with 300 service brands. Services are weaker on all four measures, but are particularily weak on differentiation. A high level of differentiation is the vital first step to building a strong brand. Without it, service brands risk being perceived as commodities.

Consumer goods brands tend to be strong, service brands tend to be weak

"But my service brand is strong."
Of course, many service companies may question the idea that their brand is weak. If so, they ought to consider the following:

Do you have a brand - or just a site?
Many service companies have research saying they have loyal customers who keep coming back. From this they infer that their brands are strong. But many of these services are retailers. And much of what retail research measures as loyalty comes from a retailer's local monopoly in the area close around their store.

If you live two minutes' walk from a supermarket, you are loyal to that supermarket, no matter how little you feel for it as a brand. Many consumer goods brands, on the other hand, have high loyalties even though it is no extra effort for their buyers to choose something else every time they buy. These are strong brands.

Can your customers leave if they want to?
Banks in many countries argue that their customers are very loyal - indeed they point out that their customers are more likely to get divorced than to move their checking account.A cynic might point out that a divorce involves less paperwork.

When the going gets tough, your customers get going
Consumer goods brands are tough - they survive crisis after crisis, decade after decade. Many of the leading consumer goods brands in America in 1923 - for instance Wrigley, Gillette and Ivory - are still leading brands today.How many service brands from that time are still strong today?

Shape of a really strong service brand
The damage that constantly decreasing levels of service does to service brands becomes apparent when you look at a service brand that doesn't suffer from the rising labour costs problem. Singapore Airlines draws its flight attendants from a wide pool of South East Asian nations, where rising incomes in the cities are counterbalanced by lower living standards in rural areas. The airline has consequently not had to compromise on the numbers of flight attendants, nor on the quality of their training nor service for the past three decades.

As a result, Singapore Airlines is consistently rated better than any other airline by frequent global business travellers; and their 'Singapore Girl' advertising campaign, unchanged since 1973, has become the strongest brand property in the sky.

If you can't match Singapore Airlines' delivery, you shouldn't promise to your customers that you can.

All these consumer goods brands were brand leaders in the US in 1923.
Can you name 10 leading service brands that even existed then?
Service brands are much less resilient than consumer goods brands.

What if service brands were stronger?
If service brands were stronger, many good things might happen. For instance, strong productbased brands frequently make successful line extensions into other areas.

Vanilla Coke and Snickers Cruncher both owe their success to strong parent brands. Weak service brands have much greater difficulty extending themselves.

For years banks have been trying to extend themselves into being financial services supermarkets: but their brands are so weak that few consumers are keen to buy the insurance and investment products they offer.

If their brands were stronger, banks might find cross-selling easier.

Similarly, many retailers and other service brands suffer from razor-sharp price competition in their markets. Strong productbased brands rarely suffer from this: whether you choose a digital camera from Sony or from Nikon depends more on what you think of Sony and Nikon than on small fluctuations in their relative prices.

If services had stronger brands, they might be able to trade less on price too.

So what should services do?
Consumer goods brands are strong because they keep their promises every year - and more. But service brands tend to be weak because they leave a trail of broken promises behind them. Those promises, be they about employee empowerment, standards of customer care or responsiveness are basically promises about service by people. Perhaps they should therefore simply stop making them.

The Business of Persuasion
In this illuminating and engaging business memoir, Burson traces his career from studying at Ole Miss to serving in World War II, reporting on the Nuremburg trials, and joining with Bill Marsteller. Together, he and Marsteller made history in a new venture that would grow to be one of the biggest public relations companies in the world, with over 60 offices on six continents.
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Predicting the Turn
Predicting The Turn is your rule book for the new game of high-stakes business. The Fortune 500 was first published in 1955, and since that time, 89 percent of the list has completely turned over. When the S&P 500 was launched in 1958, the average company remained in the index for roughly 61 years.
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The Glass Wall
Bold, practical strategies that will shatter the glass wall in the workplace, and boost any woman's career.
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Generation M: Young Muslims Changing the World
What does it mean to be young and Muslim today? There is a segment of the world's 1.6 billion Muslims that is more influential than any other, and will shape not just the future of Muslims, but also the world around them: meet 'Generation M'.
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The New Sports Organisation
“The New Sports Organisation” is a unique sports management book that creates a link between management theory and the practical day-to-day operations of a sports organisation.
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Connectography
In Connectography, Parag Khanna guides us through the emerging global network civilization in which mega-cities compete over connectivity and borders are increasingly irrelevant.
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The Never-Ending Digital Journey
Imagine a generation of consumers who have never known life without computers, the Internet, or app-filled smart phones. That generation is coming up fast, and its expectations for software will be higher than ever before. How can you prepare? The Never-Ending Digital Journey contains cutting-edge thinking about how to wed engineering and design to create digital experiences that will thrill a new generation.
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Adaptive Marketing
'Adapt or die' is truly the new norm in 21st century marketing: embrace the big data and use it to your company's benefit or else suffer the consequences. In today's Internet Age, one can drown in the overwhelming amount of data available. How do you determine what is useful and what isn't? How do you use data to target the most relevant audience? Knowing the answers to these questions is crucial and will position your company to build on its relationship with consumers while improving its brand.
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Limitless: Leadership that Endures
In his second book, Ajaz Ahmed, CEO of AKQA, explores what can be learnt from the lives and careers of ground-breaking business leaders.
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India Reloaded
Brands and businesses from across the globe have tried to leverage the India opportunity, based upon simplistic and widely-held assumptions. This book takes a critical look at these myths and contradictions from an inside perspective, presenting a fresh and nuanced perspective on the opportunities that the Indian market offers.
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Does it Work?
In the age of Twitter, Facebook, Instagram and more, it doesn’t matter how many views or followers or clicks you get. All that matters is: Does it Work?
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Twitter Is Not A Strategy
In a cultural climate saturated by technology, marketing professionals have focused their energies on creating newer and more digital methods of advertising their brands, with the fear that if they don't embrace "Big Data," they will fade into obscurity.
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The Essential CIO
Amazon and Google have changed the way we do business forever with the cloud. We must change our company's ideas, perceptions and behaviours to survive. That change starts with technology change, and the foundational reinvention of information technology taking place today being driven by cloud computing, mobile devices, social media and data analytics. We need to reinvent ourselves in order to survive as businesses and as CIOs. Our future is at stake.
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The Thoughts of Chairmen Now
The Thoughts of Chairmen Now is essential reading for anyone planning to enter China or currently doing business there. It's also beneficial for Chinese executives, analysts, journalists, academics and anyone else interested in the unfiltered thinking of Chinese business leaders.
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Luxury Brands in Emerging Markets
Luxury Brands in Emerging Markets is an invaluable repository of knowledge that brings clarity to key issues and trends for practitioners, academics and students of luxury brands.
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The Lighter Side of China
In 'The Lighter Side of China,' published by ACA Publishing, Scott Kronick delights the reader with comic tales and lessons learnt from living and working in China and North Asia over the past two decades.
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The 10 Principles of Open Business: Building Success in Today's Open Economy
The revolutionary power of the internet has accelerated the demand for a totally new kind of business. Stakeholders now demand more open, connected and meaningful relationships with organizations, and the world's leading brands are taking note.
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The Personal Experience Effect
If there is a person who can teach you how to define and create your personal brand, that person is master marketer Jim Joseph. The bestselling author of The Experience Effect has now turned his attention to building that most precious of all brands -- you.
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Brands and Rousers
In this timely and important book, Luis Gallardo argues that executives and managers not only have to think holistically (in terms of strategy, structure and operations), but also act personally (to become rousers) if they are to succeed in these ever-changing times.
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The Advertising On-Ramp
“The Advertising On-Ramp: Getting Your First Advertising Job” (Paramount Books) is the first book to take the suddenly-out-of-school through the hiring process at big advertising agencies.
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A Master Class in Brand Planning: The Timeless Works of Stephen King
In 1988, on Stephen King's retirement JWT published 'The King Papers' a small collection of Stephen King's published writings spanning 1967-1985. They remain timelessly potentially valuable but are an almost unexploited gold mine.
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Tell the Truth
In "Tell the Truth", Jonathan Baskin and Sue Unerman look at the content and context of marketing communications. They provide the research of hundreds of companies and in-depth case studies on more than 50 global brands to show us that truthful brands deliver sales, profits, and sustainable relationships. Truth truly yields true competitive advantage.
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The Athena Doctrine: How Women Will Rule the Future
From acclaimed social theorist, consumer expert, and bestselling author, John Gerzema, and award–winning author, Michael 'Antonio, The Athena Doctrine shows how feminine traits are ascending - and bringing success to people and organizations around the world. By nurturing, listening, collaborating and sharing, women and men are solving problems, finding profits, and redefining success in every realm.
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Lifestyle Brands: A Guide to Aspirational Marketing
Antonio Marazza, General Manager of Landor Milan, and Stefania Saviolo, Professor at Bocconi University, investigate the reasons why some brands are adopted by people not for what they do, or what they stand for, but for the inspiration they provide.
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# THOUGHT LEADERSHIP tweet
#THOUGHT LEADERSHIP tweet is part of the THiNKaha series whose slim, easy-to-read-and-absorb books contain 140 thought-provoking and actionable quotes (tweets/ahas). Authors Dr. Liz Alexander and Craig Badings, who have more than 50 years of consulting experience between them, have devised a series of questions that will provoke you to consider all the elements necessary to execute a successful organizational thought leadership campaign. The authors have done the preliminary thinking for you so that your organization can better leverage your value in your industry.
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The Luxury Market in India: Maharajas to Masses
Added Value, the global brand development and marketing insight consultancy, has contributed a chapter to the world’s first authoritative book to be published about the luxury market in India. The Luxury Market in India: Maharajas to Masses, co-edited by Glyn Atwal and Soumya Jain, and published by Palgrave Macmillan, is a window into the highly complex Indian luxury market.
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Turbo Chinese
What can a man from the land of software and street squalor; yogic nirvana and dreamy Bollywood tell over half a million working expats in China, about learning the language? That learning Chinese (and doing it fast!), has less to do with memory and more to do with technique; that Chinese comes alive when learning is organic and inspired by life experiences rather than restricted to templates as books make us believe.
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Raw: Pervasive Creativity in Asia
A sumptuously illustrated look at grassroots creativity in Asia, the conditions that drive it, and what it means to build a business using the power of ideas. There is nothing on the market that is comparable. This is not a dry text business or psychology book. The basis of a creative economy is the recognition that ideas are democratic and come from everyone, followed by the conversion of ideas into financial profitability. This book explains how this is happening in Asia and what, strategically, the West can learn from it.
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Sexy Little Numbers
In this book – the first of its kind – Dimitri Maex, Managing Director of global advertising agency OgilvyOne New York and the engine behind the agency’s global analytics practice, reveals how to turn your data - those sexy little numbers that can mean more profit for your business – into actionable strategies that drive real growth and revenues. And he can show you how to do it at virtually no cost.
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Likeonomics: The Unexpected Truth Behind Earning Trust, Influencing Behavior, and Inspiring Action
With Likeonomics as a guide, readers will get unconventional advice on how to stand out in a good way, avoid the hype and strategic traps of social media, and appeal to customers in a way that secures your company as a trusted and believable resource.
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Velocity: The Seven New Laws for a World Gone Digital
Written as a fascinating and enjoyable conversation between the authors - Stefan Olander, Vice President of Digital Sport from Nike and Ajaz Ahmed founder and Chairman AKQA - Velocity´s up-to-date examples illustrate key lessons, together with insights, ideas and inspiration that individuals and businesses should adopt to thrive.
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The Art of Shopping: How We Shop and Why We Buy
This book is the result of 20 years of pioneering research (from filming shoppers in-store to brain scanning) into how people around the world really shop. It explores what we actually do rather than what we think we do, how we really choose and make decisions to buy, and what really works for brands trying to persuade us to buy.
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Walmart: Key Insights and Practical Lessons from the World's Largest Retailer
offers a comprehensive insight into how the retailer emerged from its humble roots in rural Arkansas to become a global retailing phenomenon.
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I'd Rather Be in Charge
Charlotte Beers is proof that women can achieve power, pride, and joy at work--despite the odds. In the highly competitive and often cutthroat world of advertising, Charlotte became the first female ever to head two giant, multinational advertisingagencies.
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Grow: How Ideals Power Growth and Profit at the World's Greatest Companies
In this, the next big idea book, Stengel deftly blends timeless truths about human behaviour and values into an action framework, to show us how by embracing what he describes as 'brand ideals', the world's best businesses can achieve incredible growth and drastically improve their performance.
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All Business is Local: Why Place Matters More than Ever
Marketing experts John Quelch and Katherine Jocz offer a new way to think about place in every strategic decision-from how to leverage consumer associations with locations to where to position products on the shelf. They explore case studies such as Nike and The Apple Store, which use place in creative ways.
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The Wiki Man
This book acts as an introduction to Rory Sutherland's key thoughts and ideas, and gives an insight into his unique character and personality-attempting to encapsulate the essence of Rory. The book takes you on a winding journey through blog posts interweaved with snippets of interviews, tweets and reference material to give a rich and engaging introduction to Rory's mind.
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Marketing to the New Majority: Strategies for a Diverse World
David Burgos and Ola Mobolade look at the changed marketplace revealed in the new 2010 Census data, and show marketers how to develop integrated campaigns that effectively reach these culturally diverse consumer populations.
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How to Use Politicians to Get What You Want
This book is an informal how-to guide for consumers, pressure groups, residents groups, etc to demonstrate how and when to use your national and local politicians to assert your rights as both a consumer and a citizen.
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The Branded Mind
Explores what we know about the structure of the brain, explains how the different parts of the brain interact, and then demonstrates how this relates to current marketing theories on consumer behaviour.
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Consumer India: Inside the Indian Mind and Wallet
In Consumer India, Dheeraj Sinha weaves the narrative of a changing India through examples of Bollywood, our cultural conditioning, today’s role models, our behavior as consumers, and the role of brands and marketing amidst all this.
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Marketing Excellence 2
The first volume of Marketing Excellence was published in 2006, and this second edition contains 34 new case studies, selected from the last four years of The Marketing Society Awards for Excellence. These case studies are the best of the best and although they encompass examples of different marketing techniques in action, all are consistent in one thing: all showcase great strategic thinking, great creativity and perfect execution.
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Spend Shift
In this book, consumer expert John Gerzema and Pulitzer Prize winning writer Michael D'Antonio point to a revolution in consumer values that will remake the consumer marketplace and revitalize the economy.
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Custom Surveys Within Your Budget
This book acts as a comprehensive guide to cost effectively managing a survey and covers everything from the evaluation of a research program to the actual output and analytics of the research.
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The Big Book of Marketing
The most comprehensive book of its kind, The Big Book of Marketing is the definitive resource for marketing your business in the twenty-first century. Each chapter covers a fundamental aspect of the marketing process, broken down and analyzed by the greatest minds in marketing today.
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A-Z Dictionary of Change 2010
Bates 141's "A-Z Dictionary of Change 2010" is an annual handbook containing words and concepts that are changing the way people live, work, play and learn.
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The Future of Marketing
The Future of Marketing is a collection of commentaries from 50 CEOs of some of the world's most successful businesses - who were asked to answer one simple question: 'What role do you see marketing playing in the future success of your company?'
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Shopper Marketing: How to increase purchase decisions at the point of sale
Shopper Marketing explores the subject of shopper marketing, which takes places in the store, aiming to turn shoppers into buyers, at the point of purchase. The goal of shopper marketing is to influence purchase decisions when the shopper is close to the product in the store. Shopper marketing is a relatively new area of marketing, but the financial investments being made in the area are increasing each year.
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Vulnerability Management
Vulnerability management proactively prevents the exploitation of IT security gaps and weaknesses that exist particularly within a larger organization. This book demonstrates how prevention can reduce the potential for exploitation and shows that it takes considerably less time and resources to manage potential weaknesses, than to clean up after a violation.
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Black and Green: Black Insights for the Green Movement
Black and Green is a call to action for the Black community to join the green movement. The book offers insights, ideas, and strategies that demonstrate how Black people can benefit from this movement and also fuel the go-green effort.
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The Next Evolution of Marketing: Connect with Your Customers
Marketing guru Bob Gilbreath explains how to inspire customers to truly engage with the marketing message, uncover a spectrum of unmet customer desires, and build a campaign designed to fulfill customers’ needs and move more product than ever.
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Brand Stand: Seven Steps to Thought Leadership
A modern-day bible on thought leadership. It is the first book on the topic which outlines a method, START IP, which provides companies and individuals with a step-by-step process to arrive at a thought leadership position and advises how to take it to market.
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China Beyond
China’s 4th-6th tier towns, which account for 37% of China’s population, have notably different consumer cultures and retail landscapes not only from the major metropolises of Beijing, Shanghai and Guangzhou but also from 2nd-3rd tier cities, according to ’China Beyond’, a new study released by Ogilvy China.
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Inside the Mind of the Shopper: The Science of Retailing
How today's shoppers really think, behave, and buy: Breakthrough insights for creating high-profit retail experiences.
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Survive, Exploit, Disrupt: Action Guidelines for Marketing in a Recession
The first book in Mindshare's new Strategy Applied publication series deals with recession strategies
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Qualitology: Unlocking the Secrets of Qualitative Research
This book centres on offering classical knowledge and techniques which are still used successfully today, as well as emerging trends and innovative techniques adapted to solve contemporary marketing issues.
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Generation Ageless: How Baby Boomers Are Changing the Way We Live Today
An “authoritative and eye-opening” look at the past, present, and future of Baby Boomers.
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Perfect Pitch - The Art of Selling Ideas and Winning New Business
A professional “pitching coach” for one of the world’s largest marketing conglomerates, Jon Steel shares his secrets and explains how you can create presentations and pitches that win hearts, minds, and new business.
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A Smile in the Mind: Witty Thinking in Graphic Design
A Smile in the Mind focuses on the graphics which give the most pleasure - the ideas that prompt a smile. These are the jobs that people remember, the projects that make designers famous.
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Beans and Pearls
Seminal lecture delivered by Martin Sorrell to D&AD in 1996 placing creativity - in its widest sense - at the core of WPP’s offer to clients.
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All Consumers Are Not Created Equal
This book demonstrates how to create a database of high-profit consumers and use it to generate a relationship-building direct marketing program. A previous Atticus winner, it introduces many of the ideas, now widely accepted, about segmenting customers by profitability.
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Public Opinion in a Globalised World
Written by leading political experts across the TNS global network, the book explores the importance of public opinion in informing politics in modern democracies and across our globalised economies. It reveals a rare international perspective on public opinion polling issues that are key to political decision makers.
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Rigorous Magic: Communication Ideas and their Application
In the marketing world, communication ideas are revered for their magical ability to affect how consumers behave towards brands. Despite this, they are poorly understood. How many types are there? What are their characteristics? How should you use them? And what makes a good one? Most marketers simply cannot answer these questions.
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Mobile Marketing Essentials, Strategy & Best Practices
Mobile Marketing Essentials is a book for marketing managers, brand managers and their agencies. It helps you developing campaigns or manage both client and agency engagements.
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Action Planning: How to Follow Up On Survey Results to Implement Improvement Strategies
For anyone who needs clarification on what action planning is and how to maximize its effectiveness, this is the perfect resource.
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The Dictionary of Change
Dictionary compiled by Bates 141 identifying new words and phrases that entered into common parlance during 2008.
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How to Create and Develop Lasting Brand Value in the World Market
In this thorough investigation of brand strength in the accelerated modern business world, Nigel Hollis draws on his experience at Millward Brown to present a simple formula for determining brand strength based on two axes, Presence (or familiarity) and Voltage (or marketing appeal), to illustrate the market value and performance of brands.
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Search Engine Marketing, Inc.
In this book, two world-class experts present today's best practices, step-by-step techniques, and hard-won tips for using search engine marketing to achieve your sales and marketing goals, whatever they are. Mike Moran and Bill Hunt thoroughly cover both the business and technical aspects of contemporary search engine marketing, walking beginners through all the basics while providing reliable, up-to-the-minute insights for experienced professionals.
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Strategic Database Marketing
Strategic Database Marketing details the latest web-focused strategies for unleashing the power in your company's customer database and turning it into a sales-building weapon.
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The Brand Bubble: The Looming Crisis in Brand Value and How to Avoid It
Your company's stock price depends on the value of your brand. So if consumers aren't valuing it as much as financial markets, the future of your company could be in for big trouble. You could be the victim of a "brand bubble." Customer surveys show that the number of high-performance value-creating brands is diminishing across the board.
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ENTERPRISE 2.0: How Social Software Will Change the Future of Work
Enterprise 2.0 is one of the first books to explain the impact that social software will have inside the corporate firewall, and ultimately how staff will work together in the future. Niall Cook helps you navigate this emerging landscape and introduces the key concepts that make up 'Enterprise 2.0'.
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China's Creative Imperative
Based on interviews with a wide range of creators - designers, musicians, folk artists, painters, discussions with common people about the role that creativity played in their seemingly mundane lives, and extensive trawling of the popular culture scene in China, China's Creative Imperative provides rich evidence and a provocative point-of-view that businesses should find hard to ignore.
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Personality not included
In his new book, PERSONALITY NOT INCLUDED,&nbsp;marketing expert, award winning blogger and social media guru Rohit Bhargava explains how faceless companies do not work in today's environment. In a world where consumers have more access to information than ever, and more power to share their voice, a brand's identity is no longer controlled through marketing and advertising.
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Customer Churn Reduction and Retention for Telecoms: Models for All Marketers
Industry expert Arthur Middleton Hughes explains what Telecom enterprises can do to continue to exist. Their salvation rests not in their technologies, Hughes explains, but in their marketing strategies.
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A Brand with Power: Fuelling Success in the Energy Market
Deregulation is causing the utilities market to change across much of the globe. In the free market, state-owned monopolies have been replaced by an array of companies selling gas, electricity and water. From dusty monopoly to Danish Energy giant, this book explores how DONG shook off its outdated image and completely transformed itself into an innovative and dynamic company with a strong brand.
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DigiMarketing: The Essential Guide to New Media and Digital Marketing
Developments in media and digital technology have spawned a new era in marketing.
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Greater Good: How Good Marketing Makes for Better Democracy
Marketing has a greater purpose, and marketers, a higher calling, than simply selling more widgets, according to John Quelch and Katherine Jocz. In Greater Good, the authors contend that marketing performs an essential societal function--and does so democratically. They maintain that people would benefit if the realms of politics and marketing were informed by one another's best principles and practices.
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Actionable Web Analytics: Using Data to Make Smart Business Decisions
Getting ROI from the web is everyone's job. Right now someone is clicking on your website, and knowing everything you can about those clicks and the people that make them is a business imperative. That's the first of a set of compelling business lessons distilled from the authors' decade of experience with the world's most powerful online brands.
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Microtrends: The Small Forces Behind Tomorrow's Big Changes
Bill Gates, Tony Blair and President Clinton are among those who have listened closely to Mark Penn's analysis. In Microtrends, you'll understand why so many influential leaders have sought Mark Penn's counsel. Mark Penn highlights everything from religion to politics, from leisure pursuits to relationships. Microtrends will take the reader deep into the worlds of polling, targeting, and psychographic analysis, reaching tantalizing conclusions through engaging analysis.
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Get Ahead by Going Abroad: A Woman's Guide to Fast-Track Career Success
A ground-breaking book that highlights a growing trend among successful, globe-trotting women. Working abroad can fast-track your career, broaden your professional capabilities, increase your pay and expand your personal horizons.
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Apples, Insights and Mad Inventors: An Entertaining Analysis of Modern Marketing
A collection of thought-provoking observations on marketing issues from client management and brand management to strategy and product development. Essential reading for any communications professional
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Space Race
What is communications planning? Where is it going? Who will own it? How will it change things? Planner Jim Taylor sets out to define the structure of tomorrow's agencies by interviewing the leading lights of the industry today
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Brands & Gaming
Added Value marketers on how brands and businesses can understand and harness computer gaming, the huge opportunities available and the unique rules of engagement required
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One Billion Customers
Ogilvy Public Relations advisor and former Wall Street Journal China bureau chief McGregor on the lessons from the front line of doing business in China. Includes case studies of successful, and unsuccessful, ventures
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Pick Me
Ogilvy &amp; Mather Toronto co-creative chiefs on how to land a job in advertising and thrive once you're in. Fourteen industry luminaries share their insights.
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The Future of Men
Charts the evolution of the role of men and what it means for business and culture, arguing that the new definition of male will revolutionise how we define and reach the 'new' male market
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Sponsorship’s Holy Grail
Employs Six Sigma quality improvement programme to enable organisations to understand, conduct and monitor sponsorship activities in line with specific business goals
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The Advertised Mind
Draws on information about the working of the human brain to suggest why emotion is so important a factor in remembering an advertisement and pre-disposing consumers to buy brands
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BRAND sense
Employs Millward Brown research to explore the effects of leveraging all five of the senses - touch, taste, smell, sight and sound - when building brands
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The Business of Brands
Outlines how brands are a source of value for businesses in terms of shareholder value through revenue generation and as a management tool - and for consumers, as a source of trust or predictor of quality
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Being Direct
In his own words, how 'the pioneering father of direct marketing' did it. With a groundbreaking final chapter on marketing in the 'post-present' and a new chapter on the impact of the Internet
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More Bull More
A collection of 70 short essays covering the marketing gamut, from advertising and brands to the people they are aimed at
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The 360 Degree Brand in Asia
With case studies on IBM, American Express, Pond's Institute, Nestle, amongst others, the authors set out a framework by which companies can plan their marketing strategy and budgets as they globalise
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Ogilvy On Advertising
The timeless reference on what works to create great brands, effective campaigns that make the cash register ring, and a productive agency environment. David Ogilvy pulls no punches, and his advice is priceless.
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